When innovation stops.

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When we look at what is actually considered an 'innovation' it falls under two interesting categories: breakthrough and incremental. Firstly breakthrough innovation normally causes a social or commercial disturbance (you can read more about that in our report here). Take the iPhone. When it first 'appeared', it created a disruption in the telecommunications market and pushed the boundaries of the smart phone. However, since then, Apple has released versions up to the current iPhone 5 - and nearly a sixth phone. Is there really much difference between the iPhone 1 and the iPhone 5? I'm sure some 'techies' would tell you yes, but real disruptive innovation it is not. In the phases of the iPhone, we just see incremental innovation year on year (or sometimes even more frequently).
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